Best Practice

Product Pages: A Best Practice Guide

By Graham Charlton, Chris Lake, Econsultancy,

Econsultancy's Product Pages Best Practice Guide examines the features online retailers should be using on their website pages to effectively showcase their services and products.

At more than 45 pages long, the report contains valuable considerations that beginners and experts alike should be making.

It also contains examples of online retailers who are getting things right – and those who are getting it wrong – to help you benchmark your current efforts and to guide you in maximising the properties of your site’s pages.

The report covers basic principles, such as copywriting, calls to action and image display. It also explores more complex components within this niche, but extremely important, element of e-commerce, such as user generated content and video.

The following topics are included in the report: 

  • Product descriptions
  • Copywriting considerations
  • Presenting detailed
  • product information
  • Product display
  • Product images
  • Zoom tools
  • Videos
  • User generated content
  • Customer Q&As
  • Seller ratings
  • UGC recommendations
  • Wording of calls to action
  • Button placement
  • Delivery charges
  • Returns policies
  • Cross-selling and up-selling

Download a copy of the report to learn more.

A free sample copy is available to download and outlines the full content within the document.


  • Pdf SAMPLE: Product Pages: A Best Practice Guide (352 KB PDF)
  • Pdf Disabled Product Pages: A Best Practice Guide (2.46 MB PDF)

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